The “militant vegans” whose “hearts are just black” should be held to account when they attack primary producers on social media, one cattle stud operator says.

Over Christmas, three bull calves and one bullock were killed by lightning at the Onward Murray Grey Stud near Dorrigo on the NSW Australia mid-north coast.

Onward owner Sue Francis said she found the dead animals while checking an electric fence for possible faults.

Onward Murray Grey Stud owners were shocked to see the four animals killed by lightning over Christmas.

(Facebook: Sue Francis)

It was after she posted pictures of the dead animals and wrote about the loss that a storm erupted on the stud’s Facebook page.

“I know that my page is on the radar of some of the more militant vegan groups. I know they follow the page,” Ms Francis said.

“If they are offended by something, which happens quite regularly they jump on and start putting out their misinformation and their criticism of what we do.”

Facebook page makes the connection

Ms Francis has maintained the Facebook page, using it to explain “our day-to-day life and what it entails” and connect with the “urban” part of the community.

“With that post following the lightning strike story, that post took on a life of its own and I didn’t have time to moderate it at all,” she explained.

“The anger, the hatred that they can throw out. Just their total wrong perception of beef cattle production is hurtful and it is damning and we cannot just leave it uncontested.”

Tackling the issues

Ms Francis argued the industry as a whole had to be more active in countering the stance taken by some opponents of the industry.

“We do need to put our stories out there. I don’t think they are taking it seriously at all. I think they are trying to sweep it under the carpet and it is not the way to tackle such an issue,” she said.

“I think our parent bodies have to be more aware and far more proactive in showing the positive and truthful side.